Initiatives will commence later this year, evolving significantly by 2026.
Warner Bros. Discovery’s streaming service, Max, is officially joining the trend of services tightening regulations on password sharing. Following the examples set by Netflix and Disney+, Max will begin enforcing measures to limit account sharing beyond household boundaries starting in late 2025, with a more pronounced implementation anticipated throughout 2026.
During Warner Bros. Discovery’s Q1 2025 earnings conference, JB Perrette, CEO and President of Global Streaming and Games, affirmed that Max will initiate its password sharing measures later this year. The strategy will be gradual, with initial communications presented in a “soft” approach prior to becoming increasingly direct over time.
“We’ll begin gently,” Perrette noted, “but in the latter half of the year and continuing into 2026, we’ll adopt a more forthright stance in encouraging users to cease password sharing or transition to our new sharing model.”
To offer a legitimate option against password sharing, Max has introduced an Extra Members add-on. For an extra $7.99 each month, account holders can include users from outside their household in their subscription. This approach parallels Netflix’s successful tactics, which led to significant growth in its subscriber count post-implementation.
Those who persist in sharing passwords without opting for the add-on may encounter limitations, such as disabled functionalities or restricted access. Nevertheless, Max has assured that these changes will be rolled out gradually, allowing users time to adapt.
Max’s choice to impose restrictions on password sharing arises from financial challenges and heightened competition in the streaming arena. The service reported a $55 million loss in Q4 2023, pushing executives to seek additional revenue avenues. The effectiveness of Netflix’s crackdown on password sharing, which resulted in a surge of paid subscriptions, has served as a model for Max’s approach.
Despite the financial setbacks, Max experienced a positive trend in Q1 2025, acquiring over 5 million new subscribers. This increase has instilled renewed confidence in Warner Bros. Discovery regarding its ability to enhance monetization of its user base.
Max is not the only service taking these steps. Disney+, Hulu, and various other prominent streaming platforms have also begun enforcing similar limitations. This industry-wide transition signals a larger movement towards profitability and sustainability, as streaming platforms confront escalating content expenses and market saturation.
“We see a significant opportunity here,” Perrette stated. “As the streaming market evolves, it’s crucial to ensure that our content and services are accessed in ways that resonate with our business model.”
For existing Max users, the primary message is that changes are forthcoming—but not all at once. Subscribers should anticipate receiving communications regarding password sharing policies later in 2025, with stricter enforcement rolling out in 2026. Those wishing to continue sharing access with friends or family outside their household will need to evaluate the Extra Members add-on.
Max’s strategy seeks to harmonize user experience with business necessities, providing flexibility while motivating compliance. As the platform evolves, users should stay updated on policy changes and subscription alternatives to prevent interruptions.
Max’s crackdown on password sharing signifies a considerable shift in its streaming strategy. With a phased initiation in late 2025 and an intensifying push in 2026, the platform is aligning its operations with industry trends that aim to enhance revenue and mitigate unauthorized account usage. While this transition may pose challenges for some users, Max’s Extra Members add-on offers a structured option for those wishing to share their subscription legally.
As streaming services continue to evolve in a competitive landscape,
